Course Title: Audience Engagement, Ethics and Analytics
Part A: Course Overview
Course Title: Audience Engagement, Ethics and Analytics
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Face-to-Face |
Sem 2 2022 |
Flexible Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2021 (All) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JulDec2021 (All) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2022 (All) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JulDec2022 (All) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2023 (All) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JulDec2023 (All) |
COMM2851 |
City Campus |
Postgraduate |
345H Media and Communication |
Internet |
JanJun2024 (All) |
Course Coordinator: Dr Jenny Robinson
Course Coordinator Phone: +61 3 9925 5049
Course Coordinator Email: jenny.robinson@rmit.edu.au
Course Coordinator Location: Building 9, Level 5
Course Coordinator Availability: Please contact Course Coordinator via email
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
In this course you will develop ethical approaches to listen, engage, gather and interpret feedback, and anticipate your audience’s needs. You will evaluate online audience listening tools and create accurate target audience profiles. You will apply tools to set and measure campaign metrics and do campaign testing and optimisation, using human improved AI and Machine Learning Tools where available to improve campaign effectiveness. Finally, you will visualise data insights about audiences and campaigns and present these findings to decision makers.
Objectives/Learning Outcomes/Capability Development
Program Learning Outcomes
This course contributes to the following program learning outcomes:
- Analyse the needs of diverse stake-holders and develop engaging and ethically, culturally and socially appropriate digital content and storytelling solutions.
- Analyse and evaluate techniques, tools, metrics and emerging analytical technologies in the context of legal frameworks
Course learning outcomes
On successful completion of this course you will be able to:
1. Create ethical and accurate target audience profiles using multiple data sources and techniques
2. Use qualitative and quantitative data and metrics to measure audience engagement
3. Interpret, visualise, and recommend decisions informing the measurement of content effectiveness
Overview of Learning Activities
This fully online course uses highly structured learning activities to guide your learning process and prepare you for your assessments. These are a combination of individual and peer-supported activities that are guided by online facilitators, with opportunities for feedback as you progress
Authentic and industry-relevant learning is critical to this course and you will be encouraged to critically compare and contrast what is happening in your context and in industry, and to use your insights.
Social learning is another important component and you are expected to participate in class and group activities, share drafts of work and resources and give and receive peer feedback. You will be expected to work efficiently and effectively with others to achieve outcomes greater than those that you might have achieved alone.
The learning activities are designed to maximize the likelihood that you will not only understand the course learning resources but also apply that learning to improving your own practice, for example by producing real-world artefacts and engaging in scenarios and case studies.
Overview of Learning Resources
Each learning activity contains the core resources, such as videos, podcasts, readings, templates, articles, industry tools and/or communities that you need to complete that activity, or links to those resources.
Additional learning resources designed into the course, will be clearly marked as supplemental. If your course teaching team finds additional resources during course delivery which they think can support or be of interest to the class cohort, these will be made available as required during the teaching period.
In your class environment, besides your learning activities you will also find
- All assessment briefs
- A course information page with a study schedule,
- Various communication tools to facilitate collaboration with your peers and facilitators, and to share information
The University Library has extensive resources for digital communication students. The Library has produced subject guides that includes quality online and print resources for your studies. The Library provides guides on academic referencing and subject specialist help via online library supports such as ‘Ask the library’ and your Liaison Librarian.
Overview of Assessment
This course has three assessments.
- Audience Profiles with Data Source Rationale (30% Weighting); CLO1, CLO2,
- Audience Analysis Tool: Recommendations Report (30% Weighting) CLO1, CLO2
- Content Effectiveness Report and Video Presentation (40% Weighting); CLO2, CLO3
If you have a long term medical condition, disability and/or other form of disadvantage it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Equitable Learning Services (ELS) if you would like to find out more: https://www.rmit.edu.au/students/support-and-facilities/student-support/equitable-learning-services